branding agency nyc

Bathtub Gin

A famous NYC speakeasy gets a makeover

Bathtub Gin Case Study

Elevating the identity of a world famous and iconic speakeasy bar in the heart of NYC.

Bathtub Gin has earned a reputation as one of the coolest speakeasy bars in New York City, inspired by the spirit of the prohibition era in the Roaring Twenties. Best known for weekly live jazz, swanky burlesque shows, and killer handcrafted cocktails, the bar is secretly tucked behind a coffee shop in Chelsea.

Bathtub Gin’s founder hired Motto to redesign their iconic 20’s girl in the tub, a new brand identity, art direction, menus, copywriting and website to reflect the style of the era.

Client: Bathtub Gin NYC
Brand Strategy
Brand Identity
Brand Message
CSS Award

I. Behind the Brand

Evolve the identity of a world famous NYC speakeasy and create a new digital experience for events and highlight the famous drinks and cuisine through new menus.

Step into Stone Street Coffee Company on Ninth Avenue in Chelsea anytime after 5 p.m., and you’re met with the question: “Coffee or cocktails?”

Hidden behind a gigantic espresso bar is a sultry world that caters to speakeasy seekers called Bathtub Gin. The dimlight, moody bar is home to nightly jazz, burlesque shows or DJ’s, and a stunning copper bathtub inspired by where people made moonshine during Prohibition. It also not uncommon to find celebrities and A-listers end up in that same tub for a selfie heard round’ the world.

Motto was hired to evolve Bathtub Gin’s brand to the next level. There were major flaws in the original logo design, including legibility issues with the logotype and the lack of visual authenticity in the styling. We restyled the iconic woman in the tub, taking cues from period hairstyles and vintage martini glasses, and created a cohesive typography system with a mix of custom lettering and 1920’s inspired type.

Further, we re-designed a new digital website that could showcase special events, Burlesque shows, private bookings, and book reservations for the bar. We also redesigned the entire menu, new bar aprons, business cards, and other fun brand assets.


“The team at Motto blew our team away with the refresh of our identity. They were able to know how to take a 20's speakeasy to the next level without losing the brand equity we've built. Amazing.”

Dave Oz Co-Founder, Bathtub Gin

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